Project Description

/ BRAND EXPERIENCE

DOLCE & GABBANA
Alta Moda

THE CHALLENGE

Italian luxury fashion house, Dolce & Gabbana, are known for taking inspiration from Italy’s cinematic history for their Alta Moda collections. Since launching Alta Moda around seven years ago, the designers have taken over different parts of Italy with extravagant shows and parties.
MM were approached to showcase Dolce & Gabbana’s haute couture collection to an exclusive guest in Italy. The collection was inspired by the 1999 film version of ‘A Midsummer Night’s Dream,’ filmed in the Italian coastal town of Portofino and the event needed to ensure guests were immersed within this theme from the moment guests arrived to their departure.

INSIGHT

The Alta Moda events are spectacles that allow the designers to invite a select few, to be immersed in a collection, usually inspired by a film and to purchase tailored garments from these stunning Haute Couture collections. The events are to ensure the brand maintains the personal and close relationship with its customers which it prides itself in. The Fashion house thrives on maintaining communication and personal respect for their clients by inviting them to these exclusive presentations, parties, and performances.

THE IDEA

Taking on Dante, Homer and A Midsummer Night’s Dream, The Alta Moda event transported the clients to a world completely created just for them under the Shakespearean quote “Four days will quickly steep themselves in night; Four nights will quickly dream away the time…”
Over 4 days, during the height of the Italian Summer, the Italian fishing village of Portofino became the village of Dolce & Gabbana, their clientele, and a huge cast of models, performers, acrobats and caterers. A pop-up shop was opened, the entire village was beautifully lit and four different venues were set-up to entertain and engage.
On day one, the Alta Gioielleria collection of fine Jewelry and accessories was presented at Domenico Dolce and Stefano Gabbana’s private Villa Olivetta. Each client was personally introduced to the collection by footmen carrying cushions adorned with the precious collection, allowing them to try on each of the unique pieces.
On day two came the main event. The Alta Moda show. MM deployed tree surgeons to prepare trees for acrobats and aerialists dressed in angelic creations, musicians of all disciplines were disbursed throughout the venue to generate ambiance and a huge number of performers installed to create arches of branches and interact in full Dolce & Gabbana designed costumes.
It was like stepping into a dream world, with floral decoration and lighting adding to the natural backdrop, providing the ultimate backdrop for the collection to be revealed to the sound of Operatic classics. As night drew in a lavish dinner was served, with actors and performers weaving incidental moments into the service to continue the Midsummer Night’s theme.
Day three saw guests attend a private viewing of the Alta Sartoria menswear collection of fine suits and tailoring installed in Castello Brown. This time MM created a party with 1920s opulence and decadence, actors, dancers and performers engaging and entertaining guests as part of the set.
On the final day of the four-day extravaganza, MM created the Gold Party. The collections were celebrated in a theatrical party constructed and choreographed to take the guests on another journey through ‘The Great Gatsby.’ Featuring a performance by Kylie Minogue and a host of MM talent, guests enjoyed a well-structured evening of music, performances and specialists acts that occurred at carefully chosen points within the celebrations to lead up to the huge firework display.
From the conception of each meticulous moment, the reveals of the amazing collections, the construction of out of this world themed dressing, the lighting up at night of the entire village, through to the down to-the-second planning of every performance, MM Creative Directors Christian Storm and Andy Turner, along with a cast of ninety MM talent and a full production team, transformed this fashion spectacle into an impressive and memorable event that captivated high-net-worth clientele from around the world.

THE RESULTS

Dolce & Gabanna received incredible feedback and once again enforced engagement between the Fashion House and its valued customers. MM received repeat business for services at Dolce & Gabbana’s exclusive events.

295 CAST SIZE

INTERNATIONAL PRESS COVERAGE INC. VOGUE

350 EXCLUSIVE CLIENTS

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